ABOUT

Context
Brunch is a premium bakery and sandwich bar franchise network operating across multiple locations. The project focused on repositioning and scaling the brand into a coherent, experience-driven system, supporting network expansion and portfolio diversification.

Approach
I developed a comprehensive brand strategy and architecture, structuring the umbrella brand and its sub-brands into a unified system. The objective was to create a scalable brand framework that integrates product, service and customer experience across all locations, with a strong focus on premium retail experience development.

Execution
The project included the full renewal of the brand identity, the redesign of all physical touchpoints across a five-location network and the development of both exterior and interior brand environments. I led the restructuring of the brand architecture, including the refinement of the main Brunch brand, the update of four sub-brands and the creation and launch of a new sub-brand, Brunch & Handy. The work also involved strategic planning, campaign development and end-to-end project management, coordinating multiple stakeholders across design, production and implementation.

Results
The transformation resulted in a coherent and scalable brand system with improved consistency across locations and touchpoints. It strengthened the brand’s premium positioning, supported network expansion and enhanced overall customer experience and operational alignment.